Are customer satisfaction and customer value interdependent or mutually
exclusive? Can satisfaction occur simultaneously with low customer
value?
I believe that customer satisfaction and customer value can be interdependent. Customer value can be described as having some of the following attributes: a product that performs the way it is suppose to, there is trust between the customer and the company they are purchasing from, the price is reasonable, facts are provided about the product, there is after-sale support and co-creation with the customer. Customers can be satisfied without all or even the majority of these conditions being met. For example, if a customer purchases a product with reasonable pricing but the employee selling them said product was very rude. This would lower their opinion of the company itself, thus reducing trust. This will lead to the customer not wanting to purchase with the company again but being inherently happy with the product after the fact.
One also can consider things that are basic needs. It is possible for a customer to purchase a product based on nothing but its price, only to move onto a cheaper product if it is made available. They are satisfied with the immediate products ability to satisfy their need but do not value the name attached to it and create any loyalty. How do you make your choices for what product you buy? Which of the customer value criteria do you consider the most?
I also believe that customer satisfaction and customer value can be interdependent. I believe that if a clerk is rude to a customer they are unlikely to return to the place. Even if the customer was always satisfied with this company before he is still likely to dislike the company now. With the large amounts of available market we have out there people can always find another place to shop. I also believe that customers will always purchase a different product for a lower price. For example say someone has always been using Dove soap for years, but there is a sale on Irish Spring they will go against Dove for the Irish Springs.
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